Privacy Concerns (Collection of Information)

What it measures

A multiple-item Likert-type scale designed to measure as perceived risk associated with the new loyalty card.

Response format

7-point Likert scale

Scale items

• I dread that the __________ will be used to gather and use my personal information.2
• I fear that the store will use my personal data for commercial reasons.
• I’m confident about how the store will use my personal information. (r)

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Internal consistency (alpha = .85) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Demoulin, Nathalie T.M. and Pietro Zidda (2009), "Drivers of Customers’ Adoption and Adoption Timing of a New Loyalty Card in the Grocery Retail Market," Journal of Retailing, 85 (3), 391-405.

Keywords